book chapter 2 (2)

Question 1

global differences: the role of culture

Answer 1

differences for how consumers perceive offerings across countries

Question 2

Values and attitudes differ across countries

Answer 2

Values and attitudes help determine what members of a culture think is right important and desirable because behaviours including customer behaviours flow from values and attitudes, service marketers who want their services adopted across cultures must understand these difference

Question 3

manners and customs (cultures)

Answer 3

manners and customs represent a cultures view of appropriate ways of behaving

Question 4

material culture

Answer 4

Material culture consists of the tangible products of culture. What people own and how they use and display material possessions vary around the world

Question 5

Aesthetics

Answer 5

Refers to cultural ideas about beauty and good taste. These ideas are reflected in music, art, drama and dance, as well as the appreciation of colour and form.

Question 6

Group decision making

Answer 6

two or more individuals who have implicitly or explicitly defined relationships to one another such that their behaviour is interdependent.

Group purchasing services encounter greater perceived risk, more reliance on word of mouth communication greater difficulty in comparing alternatives and often a higher level of customer participation than do groups purchasing goods.

Question 7

Households

Answer 7

When a family makes a purchase decision it has a collective style of decision making that often differs from what any of the individual would use if making an independent choice.

Question 8

Organizations

Answer 8

Oranisational consumers are a special category of group consumers. These days, companies spend millions on information technology services, call centers, travel management, payroll services and outsourced services for human resource management